Laura Lemon, owner of Nashville’s Lemon Laine, an all natural beauty haven, has spent a decade perfecting her knowledge in the beauty industry — covering everything from sourcing and makeup artistry to product development and so much more. Laura and her husband relocated from a successful stint in San Francisco, merging west coast trends with the South’s desire for a more conscientious approach to beauty. Fusing her background in the space together with her passion for wellness, she has established a fresh concept that is here to stay.

Laura’s Instagram-friendly store is a visual playground of color with big personality and it has truly grown into the fabric of its East Nashville neighborhood. As you belly up to the space’s custom oil bar, think of it as a smaller version of the Color Factory pop-up that we have the privilege of having around 365 days a year. The New Southern is founded on curiosity and fresh approaches which breath life into traditional industries, such as the beauty arena. Laura’s approach is modern and her business acumen is as sleek as her shop. She hand selects each product, eyeing only high-quality and natural ingredients, which allows her to craft a very special experience for her customers. Dedicated to the discovery process through personalization and curating a simple regime that works, the store’s own ‘Lemon Laine Oil Bar’ provides customized face oils designed by specialists especially for your skin type.

At the very core of The New Southern are small business owners like Laura. With products as authentic as her deep rooted passion, her vision is to continue to grow her brand of all natural beauty across the country — beginning with Houston, Texas, this fall! Her store is not only a place for product but for conversation, too, as she continues to expand community awareness by hosting educational forums on beauty, health and wellness...with a very generous open door policy. I am a firm believer in supporting our local community leaders who are putting nothing but good into everything which surrounds them. I am proud to call Laura a friend and I cannot wait to see what new heights she reaches as she continues to grow her brand.

That being said, I am so excited for you all to get to know this fellow Nashville GEM!

Alyssa Rosenheck: Tell us about your yourself…

Laura Lemon: I grew up in Tulsa, Oklahoma. My husband and I recently moved to Nashville from San Francisco to open a natural beauty and wellness shop called Lemon Laine. I’m new to town but not so new to the industry. I’ve spent the last 10 years working in beauty — in buying and makeup artistry, as well as marketing and product development. Perhaps my biggest love, however, is wellness...which is at the core of beauty. To look good, you have to feel good first. As a result, I geek out over anything about our microbiome and digestive system. My guilty pleasures are Zara, Lily’s Chocolate and the Southern Charm TV show. Oh, and I have two goldendoodles who think they’re humans.

AR: What are some lessons or pivots you have learned from and what advice do you have for others getting started in the creative field?

LL: Oh man, they’re so many. I think the biggest lesson for me is to cut through the BS and listen to your gut. Too often it’s easy to compare yourself to what others in your field might be doing. I’ve found it’s important to put blinders on and really focus on what I want, what I think is cool, and what I would want to see or experience. Everything else just falls in place.

AR: What is your morning routine? What life hacks make you more productive?

LL: I’m one of those people that run out of bed in the morning. I truly look forward to those few hours alone every morning. My routine is somewhat minimal: collagen in my coffee, yogurt + berries with some adaptogens (really digging Mucuna Pruriens lately) sprinkled on top. I like to start by reading articles or exploring IG for new brands, new ideas, and even things that make me laugh. My favorite hacks are the Teuxdeux app which keeps me on track with all the random tasks that come pop up during the day. Bulletproof bars are my lifesaver for when I don’t have time for lunch. But I love setting aside time for brainstorming throughout the day. It’s been crucial for my business as we continue to grow.

AR: The key to making a house a home? What does a home need more of and less of?

LL: A dog. It needs more comfort and less formality.

AR: Life advice you’ve gotten that made all the difference both personally and professionally?

LL: People and relationships are everything.

AR: Who are some of your favorite artists/makers? What do you love about their work?

LL:Scarlett Baily — She’s an amazing illustrator with designs that are equal parts simple and full of life. She’s working on a jewelry collection with a local designer in Nashville called Minnie Lane that I’m so excited about!

Clary Collection is one of my favorite beauty brands we carry at the shop. They’re made locally in Nashville and their products are well-priced, highly effective and easy to love.

I may not be home in Nashville all that often but when I am...I become torn between cozying up at home with tea in hand and hair in a topknot, or hitting the town with those I love and adore visiting my favorite local spots, the latter always seems to win! While the internet may be plastered with endless lists of things to do, eat and see in this growing city, I am about to let you all in on my tried and true Nashville staples. These are my spots which have been the birthplace of life giving moments, magical encounters, business ideas, collaborations, deep connections, belly laughs...and most of all, so much love. This guide is for all of you. There is something for everyone on this list but most importantly, while navigating the list... and while visiting this city, I hope you all take a moment to look around and find little moments of magic for yourself and let this soulful and creative city guide you. The community and this city for me are pure magic....

To Eat

City House — If given the choice, this would be my go-to for every meal, hands down! I love the deconstructed environment fit for casual and life giving conversations. It has that local neighborhood vibe that’s just perfect for a business dinner, date night and lots of girls’ nights. You will always find me nestled up at the pizza bar with a good cab and an old friend. Fun fact, chef and Nashville native, Tandy Wilson, won a James Beard Award in 2016 for best chef in the Southeast!

Josephine — This is another local favorite and it has launched a thousand ships for me, so to speak...it’s been the birthplace of a beautiful friendships, it has been an incubator for new business ideas and it is one of my all-time favorite neighborhood gems! The intention and consistency is what I love most about the staff and menu. You can find me here on a random evening, endlessly craving more pretzel bread and Brussel sprouts.

Epice — If you want to be transported to the Mediterranean without ever leaving the deep south, this is your spot! The food is fresh and healthy which is all I really need to fuel me up. Concrete walls, honed marble surfaces, raw and untouched wood...the visual aesthetics speak to my heart and make it easy to gravitate towards. Which is why I love lunch dates here. The setting is intimate and the perfect spot to connect to those around you.

To Caffeinate

Thompson Hotel — There is a very distinct ‘Coffee Shop’ smell in Nashville...it’s a combination of dark roast and burnt toast (if you know, you know!) It’s honestly not my favorite scent to start the morning when I am in town so this beautiful hotel is my number one go-to for a clean cup of coffee and a meeting. I’m able to get in and out, still smelling of my Le Labo Santal 33.

Dose — My quick business, catch-up and date spot with the lovely Gen Sohr of Pencil and Paper. It’s where we both become over caffeinated from the day and resort to tea in the afternoon.

Proper Bagel — A taste of NY in the heart of Belmont, their vibrant case of bagels, spreads, salads and sweets are to die for, and they’ve got coffee to match.

My Kitchen! There’s no better place to enjoy a delicious coffee than right at home. Xx

To Shop

H Audrey — Owned by a sweet friend, Mrs. Holly Williams, who is kicking ass and taking names. The shop offers Nashville a consistent selection of items that you just won’t find in department stores. If I am doing a branded shoot or need a last minute special occasion outfit, this is my first stop!

Porter Flea — Always in support of #TheNewSouthern movement, I live for shopping destinations like this cool artisan marketplace! There’s no better way to celebrate local artists and community than by supporting their modern handmade goods.

Apple and Oak — This sweet little home goods store is one of my favorite spots to find beautiful pieces for your home, or even a fun little housewarming present! You can find everything from playful decor and vintage furniture to eclectic vintage rugs.

Gas Lamp Antiques — A massive antique mall spread across two huge buildings where you can listen to 50’s and 60’s rock and roll as you shop...Each one is filled with fine antiques and furniture, home decor, vintage jewelry, books, lamps and more. As an interior design stylist and someone who loves to layer it up at home, I could spend hours and hours here.

Side note...I am not a fashionista and am actually in desperate need of a stylist to pull for some events which I have coming up (HINT HINT) but feel free to shop my creature of Habit Capsule Staples HERE!

Other Notable mentions and favorites when I have time: The Perfect Pair In Green Hills for a little shoe love, Lemon Laine in East Nashville for an all natural Beauty makeover... and the store is just as darling as Laura and her fabulous team! White's Mercantile and Draper James on 12th South.. this is my favorite spot for anything housewarming!!

To Sweat

Hot Yoga Plus — This studio has the best hot room power flow classes. I am all in for a good sweat and moving meditation (resting is in plank)!!

Core Power — This yoga studio is opening up soon and it was my all-time favorite when I was living in Chicago, so as you can imagine, I’m excited!

Percy Warner Park — Y’all! This pretty park is the perfect place to break away from your phone for an hour or two and be one with nature (and the concrete steps) that will whip your tush into shape. There are 3 equally beautiful trails to choose from which all vary in length (from 2.5 miles to 6+) depending on the route you want to take.

To Socialize

Bastion — This super casual spot is a local Nashville hang. A visit here means being in the company of musicians, creative entrepreneurs and everything in between. The best part? This establishment is about as unpretentious as it gets. I roll in with jeans and my staple white-tee, craving nachos and a beer with a wicked game of ring toss. Being here often makes me forget that I am in Nashville because it reminds me so much of a local neighborhood bar that you would find in Brooklyn. Xx

Rare Bird — Perched up on top of the cute, upscale boutique hotel, Noelle, is this chic rooftop lounge with unbeatable views of downtown. There’s a fine attention to design which makes it easy on the eyes and ideal for pretty cocktails or catching up with old friends!! We recently monopolized the bar to celebrate my girlfriends (#boss) newest single... Your Hurricane!! Customer Service at its finest Whoop Whoop!

L27 Rooftop — Another one of my favorite rooftop hangs for a quick glass of wine and literally one of the prettiest places to watch the sunset. The space was brought back to life with the talented design duo, Pierce and Ward. If you can, head to the second floor of the bar and stake your claim on a cloud couch... this paired with good conversation is a perfect evening in my book!

Patterson House — Do you want to know where the coziest speakeasy is in Nashville?? It is here. This is as mellow as it gets with the best attention to service and detail. I can safely say... they make the best drinks in Nashville and not to mention a killer tatortot for some of those late night last call evenings.

Geist — There’s no better way to describe this spot than charming, really truly charming! Which is exactly why I love hanging out with friends here! The building is one of the city’s most historic...what used to be an old blacksmith shop is now a sophisticated, cozy bar (and outdoor champagne garden) decorated with handcrafted pieces which were commissioned by local artists! There are definitely some major New Southern vibes happening here!

Ashley Gilbreath, the founder of a full service interior design firm, exemplifies the Coastal New Southern — paying homage to her Baton Rouge roots, incorporating outdoors-in stylistic details into her work, and promoting the idea that most rules are meant to be broken. Spaces styled by Ashley are done in such a way that allow her personality to shine through with a warmth that greets you from the moment you walk in. With a retail storefront, published work in national shelter magazines, as well as a pilot show, “Sweet Home Renovation,” which aired on HGTV this year — she has a true skill for mixing elegance with ease.

Holding onto the virtue that “nothing is more important than family”, Ashley’s rooms are functional and liveable — defined by a warm “take-your-shoes off and stay for a while” sensation. Her design style radiates that beachy, salt-infused, windows rolled down along the coastline feeling. She illuminates every space with a fresh light and natural textures among breezy color palettes that are soft on the mind and eye. Edges are softened, jute rugs are exposed, crisp white bedding and precisely tailored upholstery are front and center — emanating rest and relaxation. She knows how to cherish family (and antiques) ensuring that they both live well in a home that is just as comfortable as it is inviting.

Ashley’s approach to The New Southern is one that we have been on the edge of our seats to share. We chatted with the Montgomery, Alabama-based designer and mom of three to hear her thoughts on being intentional in both design and in life.

Alyssa Rosenheck: Tell me about yourself.

Ashley Gilbreath: I am married to the world’s greatest encourager and my best friend, Barrett, and we have three children - ages 7, 4, and 18 months. We started Ashley Gilbreath Interior Design a little over ten years ago, and shortly thereafter we opened a retail storefront called Parish Shoppe. I was born in California, but grew up in Louisiana, where we have parishes rather than counties. Parish symbolizes home to me. It’s filled with items reflecting my passion for mixing timeless antiques with modern trends, reflected also in my design philosophy that grounds the clients’ homes we design. With three children, I understand the need for a home to live well, feel intentionally comfortable, and look amazing at the same time. Our interior design business and Parish Shoppe allows me the joy of creatively expressing the gracious and thoughtful feeling of Southern hospitality for our clients. My desire is to allow our clients to live in the moment by creating for them beautifully comfortable spaces. Life is too short to not enjoy every second.

AR: How are you modernizing or updating southern style when you design?

AG: Southern style is about hospitality and a “lived in,” welcoming feeling. It’s about your grandmother’s antiques, throwing in a great modern painting, and making it your own. It’s a sense of history and pride as well as style and individualism, keeping a space up-to-date with unexpected touches, while appreciating Southern roots.

AR: What innovative trends are you seeing with Southern style across the country?

AG: An appreciation of real antiques that are livable and useable. I adore the pieces I have inherited that can take a beating and continue to grow in value, adding a sense of history and sentiment to a space.

AG: My all-time favorite white is “Veranda” by Ralph Lauren, IB-45. It’s a chameleon, since it can take on a different personality depending on the lighting. I’m not a huge black paint fan, but a great gray (almost black) we love to use for base molding is “Off-Black No. 57” by Farrow and Ball.

AR: The one shade that changes everything? Tell us what mood it evokes and when/how you’ve used it.

AG: Pinks! Corals, soft rose shades, blush tones…nothing very bold, but these hues are impactful enough to pack a punch of warmth to a design. It makes me smile and adds a sense of happy to a space. Whether it’s on the spine of a cocktail table book, a throw over a sofa, interwoven in a fabulous rug, or upholstered on walls, I use these colors often.

AR: The place you go to get inspired?

AG: European buying trips. Not only do we come home with containers full of glorious finds, but the mental growth, creativity, and inspiration is priceless. We could return home with no purchases, and the trip would still be well worth it.

AR: Life advice that you’ve received that made all the difference?

AG: We lost twin baby girls at 30 weeks in 2008. I loved the little happy bubble I lived in up until that point. We are not untouchable…I learned quickly that things happen. Their deaths provided such a blessing in the realization of the moment we live in. We are not promised tomorrow or even the next five minutes. The little lives I have been entrusted with, family, friends, clients, employees, and vendors…these relationships are a gift and I understand the importance of them more than ever before. As much as the loss of those babies will always hurt, the insight I gained was life-changing. Our time here on earth passes in an instant. Love BIG.

AR: What’s the best piece of design advice you could provide for creative entrepreneurs starting out?

AG: Get ready to work hard. More importantly, nothing is more important than family. As a mom of three little ones, I have learned how precious time is. Be intentional with it and don’t apologize for being a parent. Priorities matter, and a client will understand and support that.

AR: Design advice you’ve gotten that made all the difference?

AG: Break the rules, push the lines, add the unexpected. That sets the foundation for making a space unique and thoughtful. Playing it safe is boring.

AR: What’s your advice for mixing old with new?

AG: Do it, always! Find a balance between the two and understand the value of each individually within a space. A great vintage light fixture and antique painted piece mix so easily with new upholstery and a fabulous rug.

Bringing the outside in is a timeless element that gives a home life, character and a little extra oxygen. Greenery doesn’t just look pretty but it can provide loads of benefits, too. From reducing stress and creating a feeling of well-being to improving air quality and helping to lower background noise. Interior landscaping makes us more productive, feel more at ease, stimulated and even more interested. What’s not to love!? As a huge supporter of adding a little (or a lot) of greenery to any space, I’ve been on a kick for beautiful indoor plants...and equally amazing pots + planters. From my "Filler is the new Floral" to the perfect potted plant, I am here to give you some of my #TheNewSouthern favorites.

Go Easy

My number one tip? Don’t kill it! Find plants that are super low maintenance. This means low light and watering just 1x a week!

Lately, I’m into Banana Trees and Birds of Paradise for their large leaves that give a tropical, warm feel. I also love Snake Plants, English Ivy, Meyer Lemon trees, Olive trees (which I like to call the NEW fiddle leaf fig) for some elevated sophistication, and and all time lasting favorite cacti + succulents.

If you don’t want to jump right into being a plant owner you can take baby steps with the Israeli Ruscus (Hello, Filler is the new Floral) which gives a really great fresh indoor/outdoor feel.

Buy Local

Going local (look within your own communities for local nurseries) is the perfect way to support small business and stay true to The New Southern way!

*If you don’t live in Nashville or Tennessee, seek out your local plant spots or head over to your nearest Home Depot!*

Planter Pointers

The planter is as equally important as the plant!

After finding your star plant...picking the planter is where you can have some decorative fun and build some charm on any home surface. Show your personality — go contemporary with a planter and stand combo, weaved baskets for a chilled out vibe, or try out a classic cylinder glass jar. You can get creative with this and make sure that it ties into the rest of your space.

Style Well

I love taking an unexpected place in your own home and crafting it into a spot of visual interest — using plants as the focus!

Greenery makes an incredible topper for books and are great for transition points. Consider putting your plant on a pedestal and placing a frame on the wall behind it for a fun, green moment.

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